Samenvatting

Nissan Motor Co. is a worldwide car manufacturer established in Japan in 1933. Nissan has the slogan ‘innovation that excites’, and many years they have been the leader in a few European car branch markets. Examples are the European market of electric cars and a few C-segment markets. This plan is written for the PR department of Nissan Netherlands. Nissan Netherlands is part of Nissan Benelux, which in his place is part of Nissan Europe. All rules, campaigns, budgets and events are arranged by Nissan Europe and communicated to the local RBU’s. There is room for RBU’s to create own campaigns, but this has to be discussed with Nissan Europe as well.
A lot of new models and upgrades are being launched every decade, and the PR department of Nissan Netherlands has their own role within the launches. They take care of the press messages and conferences and are participating the events that are organized around the new model. In short, the department is responsible for media relations and the providing of information towards the media. These activities lead to media-awareness and is being tracked
in mentionings and media value. When a car is launched the media is all over it. But in the period after the events and when all the media have written an article about the new model, there is an obvious decrease in the amount of mentionings and media value. That is why Nissan Netherlands is looking for activities to fill up those periods wherein the media is less active, and therefore the following main question has been formulated:
“Which factors are important for the free publicity of a new car model?”